Open AccessConsumer Segment Based on Food Quality Dimension
Author(s) -
Hanifa Hasna Perdana,
Fernianda Rahayu Hermiatin,
Tomy Perdana,
Agriani Hermita Sadeli,
Velanda Ahtayary Putri
Publication year - 2021
Publication title -
xi'nan jiaotong daxue xuebao
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.308
H-Index - 21
ISSN - 0258-2724
DOI - 10.35741/issn.0258-2724.56.2.41
Subject(s) - credence , quality (philosophy) , marketing , business , product (mathematics) , market segmentation , dimension (graph theory) , supply chain , point (geometry) , consumer behaviour , cluster (spacecraft) , focus group , computer science , mathematics , philosophy , geometry , epistemology , machine learning , pure mathematics , programming language
The consumer has a different point of view when they decide to buy food. It depends on their desire for food quality. The actors in the supply chain may adjust their business to provide the quality that meets consumer demand. This study determines consumer segments based on quality, namely search, experience, and credence characteristics. Homogenous groups identify using k-means cluster analysis. Ward method used to decide the most exact number of clusters. The analysis based on consumer perceives on fresh food quality conducts on 238 respondents. The cluster analysis shows that there are four different groups. The first group consists of consumers who have a serious concern about new product quality. Also, there is a group which only emphasizes experience characteristics.In contrast, the second and fourth groups do not pay attention to quality. The research result represents a new insight into consumer segmentation through a study focus on quality characteristics. The result is to understand and improve marketing and supply chain development.